Strategize for Success with the Vocus Marketing Consulting Team
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These slides will show you how to: • Discover and plan your most effective marketing mix. • Compete better by profiling your competitors. • Shape your strategy with a SWOT analysis. • Connect better with segmentation and targeting strategies.
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Strategize for Success with the Vocus Marketing Consulting Team
- 1. Strategize for Success With the Vocus Marketing Consulting Team Speaker: Rebecca Bredholt Marketing Consultant Manager
- 2. Today’s Webinar Outline 1. Knowing the customer/client 2. Knowing the competitor 3. Knowing the business 4. Shaping the strategy a. Marketing Mix b. Tips Tweet with us: @VocusConsultant #VocusWebinar
- 3. Rebecca Bredholt Marketing Consultant Manager • Facilitated successful client features in major media outlets like Forbes, CNN.com, the Shopping Network, and The Hollywood Reporter, and others. • Prior to joining Vocus in 2006 she launched more than 18 award-winning magazines, oversaw the editorial departments of four national publications, and served as an editor for several online consumer magazines. • She also served as a Web correspondent to cover interest pieces from Japan, South Africa, and Ukraine. • She started her career at a local NBC news affiliate, went on to publish more than 200 printed articles covering a wide variety of topics such as personal finance, graphic design, travel, fashion, and the film industry. • Rebecca was featured in Jean Chatzky’s Forbes for Women magazine in 2001 and again in Orlando Magazine in 2006. Tweet with us: @VocusConsultant #VocusWebinar
- 4. “All men can see these tactics whereby I conquer, but what none can see is the strategy out of which victory is evolved.” ̶ Sun Tzu Tweet with us: @VocusConsultant #VocusWebinar
- 5. How do I get here? Market your business in a way that shows you understand your customer’s life. Tweet with us: @VocusConsultant #VocusWebinar
- 6. Tweet with us: @VocusConsultant #VocusWebinar
- 7. Knowing the Audience Target Persona 1 Demographics of your ideal client. Age Location Gender Income level Education level Marital or family status Occupation Ethnic background Psychographics of your ideal client. Personality Attitudes Values Interests/hobbies Lifestyles Behavior Maslow’s Hierarchy Rank Tweet with us: @VocusConsultant #VocusWebinar
- 8. Knowing the Audience: Segmentation Geographic segmentation - Based on geographic area - Continent - Country - Time-zones - State - County - Zip code Tweet with us: @VocusConsultant #VocusWebinar
- 9. Knowing the Audience: Segmentation Product-user segmentation - B2C marketing - Divided by product usage or the consumption pattern of a product, service or brand Tweet with us: @VocusConsultant #VocusWebinar
- 10. Knowing the Audience: Segmentation Lifestyle segmentation - B2C marketing - Divided by consumers’ lifestyle - Values and Beliefs - Attitudes - Perceptions - Leisure activities - Interests Tweet with us: @VocusConsultant #VocusWebinar
- 11. Knowing the Audience: Segmentation Positive market segmentation: - B2B marketing - Divided by industry or the public/ private sector Tweet with us: @VocusConsultant #VocusWebinar
- 12. Knowing the Audience Niche/concentrated marketing - Targeting one particular, well- defined group of customers (a niche) in a small segment or sub-segment Tweet with us: @VocusConsultant #VocusWebinar
- 13. Knowing the Audience Differentiated marketing - Targeting each segment with a product that has its own marketing message - Designed to match the needs of the consumers within the segment Tweet with us: @VocusConsultant #VocusWebinar
- 14. Knowing the Audience Undifferentiated marketing - B2C marketing - Selling a single product to the whole market - Assuming that customers’ needs are very similar if not identical in all market segments Tweet with us: @VocusConsultant #VocusWebinar
- 15. Knowing the Audience Tweet with us: @VocusConsultant #VocusWebinar
- 16. Knowing the Audience Twitter More than 555 million users Best tool for interacting in real time 57% Female, Mostly 26-34 years old, Some College, Income $25-$48k Tweet with us: @VocusConsultant #VocusWebinar
- 17. Knowing the Audience LinkedIn More than 150 million users 57% Female, College Degree, Mostly 26-34/35-44 years old, Income $50- $74k/$75-99k Tweet with us: @VocusConsultant #VocusWebinar
- 18. Knowing the Audience Tweet with us: @VocusConsultant #VocusWebinar
- 19. Knowing the Audience Tweet with us: @VocusConsultant #VocusWebinar
- 20. Knowing the Audience Tweet with us: @VocusConsultant #VocusWebinar
- 21. Knowing the Audience Tweet with us: @VocusConsultant #VocusWebinar What do they look like? Where do they work? What did they study? Where they live?
- 22. Knowing the Audience Tweet with us: @VocusConsultant #VocusWebinar
- 23. Knowing the Audience Tweet with us: @VocusConsultant #VocusWebinar
- 24. Knowing the Audience Tweet with us: @VocusConsultant #VocusWebinar
- 25. Knowing the Competition When doing competitor profiling, make sure you’re comparing apples to apples. Too many business owners compare their business to a brand totally outside their industry. Tweet with us: @VocusConsultant #VocusWebinar
- 26. Knowing the Competition Once you’ve found 2 or 3 competitors… 1. Do a SWOT analysis on them Tweet with us: @VocusConsultant #VocusWebinar
- 27. Knowing the Competition Once you’ve found 2 or 3 competitors… 1. Do a SWOT analysis on them 2. Find out exactly what their resources are Tweet with us: @VocusConsultant #VocusWebinar
- 28. Knowing the Competition Once you’ve found 2 or 3 competitors… 1. Do a SWOT analysis on them 2. Find out exactly what their resources are 3. Figure out their marketing approach 1. What is their unique selling proposition 2. Sign up to receive their emails Tweet with us: @VocusConsultant #VocusWebinar
- 29. Knowing the Competition Once you’ve found 2 or 3 competitors… 1. Do a SWOT analysis on them 2. Find out exactly what their resources are 3. Figure out their marketing approach 1. What is their unique selling proposition 2. Sign up to receive their emails 4. Know their online presence 1. What keywords do they target? 2. What is their site traffic? 3. What Calls to Action do they use? 4. What forms of “Link Bait” do they use? 5. What is their website structure? Tweet with us: @VocusConsultant #VocusWebinar
- 30. Knowing the Competition • Name 1 Competitor: • Name 1 of their strengths: • Name 1 of their weaknesses: • What is their main product or service? • How many resources do they have? (human resources, financial resources, etc.) • What marketing tools are they using? • What type of content are they publishing online? • What is their online presence like? – Their website? – Their blog? – Their social pages? – Their advertisements? – Their emails? – Their media coverage? Tweet with us: @VocusConsultant #VocusWebinar
- 31. Knowing the Competition Tweet with us: @VocusConsultant #VocusWebinar
- 32. Knowing the Competition Tweet with us: @VocusConsultant #VocusWebinar
- 33. Knowing the Competition PA stands for Page Authority. The highest score is 100, usually reserved only for .gov pages. Wikipedia pages are likely to rank in the 90’s. Tweet with us: @VocusConsultant #VocusWebinar
- 34. Knowing the Competition Coffee – Wikipedia PA: 91 Green Mountain Coffee PA: 77 Peet’s Coffee & Tea PA: 71 Tweet with us: @VocusConsultant #VocusWebinar
- 35. Knowing the Competition DA stands for Domain Authority. It’s the predictive ranking strength of the entire domain versus PA which just ranks the strength of individual pages. Tweet with us: @VocusConsultant #VocusWebinar
- 36. Knowing the Competition Coffee – Wikipedia DA: 100 Green Mountain Coffee DA: 72 Peet’s Coffee & Tea DA: 75 Tweet with us: @VocusConsultant #VocusWebinar
- 37. Knowing the Competition Tweet with us: @VocusConsultant #VocusWebinar
- 38. The Brand (a quiz) On a scale of 1-5, with 5 being the best, how would you rank your business in terms of… Brand Awareness? (how many searches for your brand happen each month?) Brand Recognition? (how many fans/subscribers do you have?) Brand Reputation? (how many bad reviews are online?) Customer Loyalty? (how many repeat customers? How many brand ambassadors?) Customer Satisfaction? (how many user reviews? How many positive surveys?) Tweet with us: @VocusConsultant #VocusWebinar
- 39. Knowing the Business Vision & Mission Statement – Chipotle FB Graph API = "mission": "Building a better world, one burrito at a time." What do you do for people? (not businesses, people) What is your Unique Selling Proposition? “You get fresh, hot pizza delivered to your door in 30 minutes or less — or it’s free.” Why would those people choose your business over your competition? Sometimes it’s the way the brand advertises itself. Just look at Target vs. Wal-Mart. Tweet with us: @VocusConsultant #VocusWebinar
- 40. Knowing the Business Tweet with us: @VocusConsultant #VocusWebinar
- 41. Knowing the Business Customer Service Response Time Lack of internal red tape No edgy content marketing in this industry Tweet with us: @VocusConsultant #VocusWebinar
- 42. Knowing the Business Tweet with us: @VocusConsultant #VocusWebinar
- 43. Knowing the Business Sequester Tweet with us: @VocusConsultant #VocusWebinar
- 44. Shaping the Strategy Common pitfalls of new businesses: I want sales without spending any time. Tweet with us: @VocusConsultant #VocusWebinar
- 45. Shaping the Strategy Common pitfalls of old businesses: I don’t believe in the internet. Tweet with us: @VocusConsultant #VocusWebinar
- 46. Shaping the Strategy Success for my business starts with _________ (website visitors, emails, a phone call, foot traffic, etc.) We’ve made sure that our ______ (website visitors, email subscribers, phone callers, in-store visitors, etc.) are 100% satisfied with their experience and we’re ready to bring in more new ones. No? ……(awkward pause here) Let’s set some key performance indicators based on how we can help your business bring in leads. Tweet with us: @VocusConsultant #VocusWebinar
- 47. Shaping the Strategy Sample Goal & Sample Measurement Raising brand awareness? Get 10x more Social Shares in 1 quarter. Establishing thought leadership? Get 10x more media interviews this month. Converting visitors into buyers? Reduce bounce rates by 25% this week. Turning customers into brand ambassadors? Double customer service efforts/ give-aways or surprise 3 fans with a special treat this quarter. Tweet with us: @VocusConsultant #VocusWebinar
- 48. Shaping the Strategy Develop a Positioning Strategy. Tweet with us: @VocusConsultant #VocusWebinar
- 49. Shaping the Strategy Develop a Positioning Strategy. “We are Ladies and Gentlemen serving Ladies and Gentlemen.” Tweet with us: @VocusConsultant #VocusWebinar
- 50. Shaping the Strategy Develop a Positioning Strategy. Tweet with us: @VocusConsultant #VocusWebinar
- 51. Shaping the Strategy Develop a Positioning Strategy. Matthew Mullenweg, founding developer WordPress Personal Shopper – Too busy lounging on the beach to do all your own shopping? Let your personal shopper do it for you! Tweet with us: @VocusConsultant #VocusWebinar
- 52. Creating the Marketing Mix Tweet with us: @VocusConsultant #VocusWebinar
- 53. Creating the Marketing Mix 1 Tweet with us: @VocusConsultant #VocusWebinar
- 54. Creating the Marketing Mix 1 2 Tweet with us: @VocusConsultant #VocusWebinar
- 55. Creating the Marketing Mix 1 2 3 Tweet with us: @VocusConsultant #VocusWebinar
- 56. Creating the Marketing Mix 1 2 3 4 Tweet with us: @VocusConsultant #VocusWebinar
- 57. Creating the Marketing Mix "It is in brands' best interest to use social media to funnel consumers into their traditional, owned marketing channels to extract the most value." - PRDaily.com Tweet with us: @VocusConsultant #VocusWebinar
- 58. Tips Google gets 2.5 billion page views per day & 1 of 3 mobile searches has a local intent, according to Google. Once you know what you want to sell and to whom you want to sell it. 1. Make sure your website can be found & appeals to your audience. 2. Create ads that link to your website & match other messaging. 3. List your address with Google+, and others. 4. Create a social page on sites where your target audience exists. 5. List your menu, coupons, offerings, ,etc. on trustworthy directory sites. 6. Get happy customers to review your products online. 7. Send media pitches that relevant and timely. 8. Log into Google Analytics and review your numbers. Tweet with us: @VocusConsultant #VocusWebinar
- 59. Tips Businesses must • have a current marketing plan • have a narrative • know their audience • be present where their audience is present • have a mobile website • have subscribers • know what they don’t know Tweet with us: @VocusConsultant #VocusWebinar
- 60. “Over 40% say corporate website, social networking, and digital advertising are key to marketing success.” -- Gartner Research Center, U.S. Digital Marketing Spending Report 2013 “Nine out of 10 adults access social media at least once a month.” -- Mashable “Implementing Tactics without a Strategy... It's also why so many people fail at marketing in general.” -- Search Engine Journal “Marketers need to learn where their consumers are and then create a presence there.” -- PRDaily.com Tweet with us: @VocusConsultant #VocusWebinar
- 61. Thank You! @VocusConsultant www.facebook.com/Vocus MarketingConsultants Tweet with us: @VocusConsultant #VocusWebinar
- 62. Questions? Strategize for Success Rebecca Bredholt Marketing Consultant Manager
Notas del editor
- Too many businesses keep starting with their agenda first. So I’m going to turn marketing strategy on its head. I still believe in the marketing pillars, I’m just going to show them to you differently. Now, there are 3 things you need to know so you can shape the best strategy. Sometimes when you go into battle you have to know where you want to end up. In this case, you want to end up with the customer/client. As you go into battle to win them, you need to know the lay of the land, which is why the upcoming infographic is important. And it’s important to know your own equipment really well (what’s your manpower & what’s your fire power). Take an honest look at your own strengths and weaknesses, because from that, you’ll create a realistic strategy for success in the battlefield.
- In traditional marketing, professionals had to be good at math. And they had to have a design team, or be able to do the brand designs themselves. Digital marketing today means one person (usually), needs to be adept at math, technology, psychology and creative. The answer may be simple, but actually doing this is really hard.
- George Washington was actual a surveyor. He loved cartography. “Between 1747 and 1799 Washington surveyed over two hundred tracts of land and held title to more than sixty-five thousand acres in thirty-seven different locations.” - http://memory.loc.gov/ammem/gmdhtml/gwmaps.html. The landscape has changed. Many of you have probably felt the shift and wondered what was going on. Traditional Marketing was all about the business. Digital Marketing is all about the customer. What the customer is doing on their mobile device and desktop….things the business has no control over….
- Psychographics are the values and moral code of your client. Demographics describe the common characteristics of the target audience of a particular market segment, such as age and income. Psychographics are the attitudinal traits people exhibit in their approach to life. Because both sets of attributes have an impact on buying behavior, both should have an impact on how you package, price and communicate your product or service for each market segment. These will be used to created your Target Personas. You’re also going to want to know if these people are influenced by reviews written by other users. Are they influenced by traditional media? Are they influenced solely by impressive websites?
- Market segmentation is the process of splitting (potential) sales targets in a market into different groups or segments. The targets within these segments should share similar level of interest and a comparable set of needs that can be satisfied by a distinct marketing proposition. Some of the main types of segmentation strategies are listed here.
- Market segmentation is the process of splitting (potential) sales targets in a market into different groups or segments. The targets within these segments should share similar level of interest and a comparable set of needs that can be satisfied by a distinct marketing proposition. Some of the main types of segmentation strategies are listed here.
- Market segmentation is the process of splitting (potential) sales targets in a market into different groups or segments. The targets within these segments should share similar level of interest and a comparable set of needs that can be satisfied by a distinct marketing proposition. Some of the main types of segmentation strategies are listed here.
- Market segmentation is the process of splitting (potential) sales targets in a market into different groups or segments. The targets within these segments should share similar level of interest and a comparable set of needs that can be satisfied by a distinct marketing proposition. Some of the main types of segmentation strategies are listed here.
- Market segmentation is the process of splitting (potential) sales targets in a market into different groups or segments. The targets within these segments should share similar level of interest and a comparable set of needs that can be satisfied by a distinct marketing proposition. Some of the main types of segmentation strategies are listed here.
- You target several market segments with offers tailored to each of the segments. Market segmentation is the process of splitting (potential) sales targets in a market into different groups or segments. The targets within these segments should share similar level of interest and a comparable set of needs that can be satisfied by a distinct marketing proposition. Some of the main types of segmentation strategies are listed here.
- This strategy is based on the assumption that, with respect to the product in question, customers’ needs are very similar if not identical in all market segments.Market segmentation is the process of splitting (potential) sales targets in a market into different groups or segments. The targets within these segments should share similar level of interest and a comparable set of needs that can be satisfied by a distinct marketing proposition. Some of the main types of segmentation strategies are listed here.
- Once you know how you’re going to target your market, you need to know where to target them. This chart shows where certain markets spend some of their time. Psychographics are the values and moral code of your client. Demographics describe the common characteristics of the target audience of a particular market segment, such as age and income. Psychographics are the attitudinal traits people exhibit in their approach to life. Because both sets of attributes have an impact on buying behavior, both should have an impact on how you package, price and communicate your product or service for each market segment. These will be used to created your Target Personas.
- Once you know how you’re going to target your market, you need to know where to target them. This chart shows where certain markets spend some of their time. Psychographics are the values and moral code of your client. Demographics describe the common characteristics of the target audience of a particular market segment, such as age and income. Psychographics are the attitudinal traits people exhibit in their approach to life. Because both sets of attributes have an impact on buying behavior, both should have an impact on how you package, price and communicate your product or service for each market segment. These will be used to created your Target Personas.
- Once you know how you’re going to target your market, you need to know where to target them. This chart shows where certain markets spend some of their time. Psychographics are the values and moral code of your client. Demographics describe the common characteristics of the target audience of a particular market segment, such as age and income. Psychographics are the attitudinal traits people exhibit in their approach to life. Because both sets of attributes have an impact on buying behavior, both should have an impact on how you package, price and communicate your product or service for each market segment. These will be used to created your Target Personas.
- This is from city-data.com. That site provides all this data about the people who live in Ithaca, NY, but they have this data on all major US cities. The median age is 22, so marketing retirement planning in Ithaca is probably not a wise move. You might be laughing, but companies have wasted money and resources not thinking these very simple things through. Or they are suffering from a delusion that college kids care about planning for retirement. They don’t. Don’t try to make them. There are also don’t appear to be many toddlers living here, so opening up a children’s clothing store (especially if you can’t compete with Amazon’s prices) might not be the best idea. Further research would be needed. This is just a surface guess.
- This is from our FB insights page & viewing the people who have like our FB page.
- This is from our FB insights page & viewing the people who have like our FB page.
- This is from our FB insights page & viewing the people who have like our FB page.
- Thanks to PC Mag for the infographic….The strategy behind Android marketing tactics has been undifferentiated with a lifestyle segmentation. Not everyone would say this is working for them.
- The strategy behind this clothing designer’s tactics has been niche marketing using a lifestyle segmentation.
- It’s not just knowing where they are online either. Know where they are physically throughout their day: http://www.youtube.com/watch?v=fGaVFRzTTP4 - Tesco set up these screens in metro stations so that commuters could buy their groceries on their way home from work using their mobile phones. What are 2 things Tesco knew about their target customer? 1. They knew most of their shoppers used the metro. 2. They knew most of their shoppers always had their mobile phones with them. And I guess 3. They knew their shoppers would want to eat food for dinner. They also knew their shoppers psychographics – they would feel 100% comfortable ordering produce online from Tesco without picking it out themselves. That’s a key thing to know.
- A strong analysis enables you to identify your position versus competitors’ positions in a specific industry or market, and it helps you to understand how competitive your market position is. When you answer questions about competitors, it highlights the added value they offer customers, and you can also identify if there is a lack of added value in the market. You need to complete at least one profile for one of your top competitors.
- Take out a pen and paper. I want you to write these down as we go through them. If you don’t know the answer, I want you to go research it as soon as this webinar is over because you really should know this by now. I don’t want you to guess. I want you to know. There are enough online resources that you should have no excuse for not knowing all these answers.
- There are lots of free tools to help you view your competitor’s information. Here we can see that when comparing two famous competitors side by side, Dunkin Donuts actually has 11 pages that show up in the first 20 results when searching “coffee” vs. Starbucks only have 5 results out of the first 20. Remember these words. They will be important when it comes time to create a content calendar.
- Whois.net shows only Alexa data, so take it with a grain of salt. The content in an Alexa reach chart is typically shown as the percentage of all Internet users who have visited a particular website. The WhoIsAlexa Tool can help you identify how many unique visitors out of these Alexa toolbar users have visited your website. This is referred to as Alexa Reach. I would look at the general volume here not the exact numbers.
- If you search the word “coffee” from your desktop/laptop, you’ll see these competitors have different Page Authority & Domain Authority numbers. What’s your site’s PA & DA? What’s your competitor’s? This will affect your strategy, so you should know. Page Authority is Moz's calculated metric for how well a given webpage is likely to rank in Google.com's search results. It is based off of the Mozscape web index and includes link counts, mozRank, mozTrust, and dozens more. It uses a machine learning model to predicatively find an algorithm that best correlates with rankings across thousands of search results that we predict against.
- If you search the word “coffee” from your desktop/laptop, you’ll see these competitors have different Page Authority & Domain Authority numbers. What’s your site’s PA & DA? What’s your competitor’s? This will affect your strategy, so you should know. Page Authority is Moz's calculated metric for how well a given webpage is likely to rank in Google.com's search results. It is based off of the Mozscape web index and includes link counts, mozRank, mozTrust, and dozens more. It uses a machine learning model to predicatively find an algorithm that best correlates with rankings across thousands of search results that we predict against.
- If you search the word “coffee” from your desktop/laptop, you’ll see these competitors have different Page Authority & Domain Authority numbers. What’s your site’s PA & DA? What’s your competitor’s? This will affect your strategy, so you should know. Page Authority is Moz's calculated metric for how well a given webpage is likely to rank in Google.com's search results. It is based off of the Mozscape web index and includes link counts, mozRank, mozTrust, and dozens more. It uses a machine learning model to predicatively find an algorithm that best correlates with rankings across thousands of search results that we predict against.
- If you search the word “coffee” from your desktop/laptop, you’ll see these competitors have different Page Authority & Domain Authority numbers. What’s your site’s PA & DA? What’s your competitor’s? This will affect your strategy, so you should know. Page Authority is Moz's calculated metric for how well a given webpage is likely to rank in Google.com's search results. It is based off of the Mozscape web index and includes link counts, mozRank, mozTrust, and dozens more. It uses a machine learning model to predicatively find an algorithm that best correlates with rankings across thousands of search results that we predict against.
- These days, you can’t just research the content and ideas. You need to research the technical data as well. You could have the best marketing plan and award-winning campaign ideas, but if you don’t implement and code them correctly, you won’t see the results you anticipated.
- Got your answers? If you answered 5 for Customer Satisfaction and 2 for Brand Awareness, something is wrong. Either your real customer satisfaction is not that high, or your brand awareness is not that low. Word of mouth spreads so fast over gchat, text message and social media that when someone LOVES a new food truck, they tell all their friends about it, and before you know it, there’s a huge line at the truck. Everyone is now aware.
- Warning: vision statement should not be: “We let people buy our T-Shirts. You’re welcome.” If your USP is “our product gives you wings,” you’re going to need a new business model, because that product is taken. Also, if your vision statement is something about changing people’s behavior, like getting people who are set in their ways to try a new product, you better be a friend or family member and not a product speaking to them. If your vision statement is “We’re going to change the way you see the world.” you better be a church or a federal prison, because there ain’t much else that’s going to do that successfully and I want your strategy to be successful.
- SWOT Stands for Strengths, Weaknesses, Opportunities, and Threats. The primary purpose of a SWOT analysis is to identify internal factors (strengths and weaknesses) as well as external factors (opportunities and threats) that could affect your business’s future performance. A SWOT analysis allows you to look objectively at your business and aids in the planning of your marketing strategy.
- If you know that your area of weakness is one or two things, make sure that those things do not try to compete head to head with another brand that can out-spend your brand.
- In other words, if you sell motorcycles and your weakness is customer service, don’t put something like this in your email campaigns.
- If your customer works with the government and they are facing funding shortages due to a sequester they can’t control, change your marketing message to focus on how your product or service can help them save time or money or both. This is why these plans need to be reviewed more frequently than every 5 or 10 years, maybe even more frequently than once a year. Things change rather fast these days.
- Let’s be real shall we? You have to prioritize brand awareness before you can expect an increase in sales. People have to know you exist first. That’s going to take time.
- I’m only half joking here. Even vacation planning for retired couples has moved online. If you spend too much time trying to be made into a believer, your competitor will clock you or you will go out of business. I’m sorry.
- Connecting the dots means taking your definition of success and putting legs to it….those legs are measurements we call KPI.
- Let’s set some key performance indicators based on how we can help your business bring in leads. Write short term and long term goals. Youcan’t increase foot traffic if nobody knows where you’re located. So part of your strategy might start with taking a step back from what you say your goal is. And making sure you’ve covered your basis for where you already are. If you’re a physical location and your store lives or dies on how well you serve people who come through your door, part of your strategy goal oughtta be scoring a 10 out of 10 on customer satisfaction surveys. Or at least taking customer satisfaction surveys.
- How is your business different from other companies in the industry? You need to have a unique positioning strategy that shows why your brand is different from your competitors. A positioning strategy is based on the market segmentation strategy, the targeting strategy, the current position of your brand and the unique selling proposition. Position your brand in different ways depending on what feature you’d like to highlight. The most common positioning strategies are: Value/price positioning, Benefit positioning, Problem & solution positioning, Competitor-based positioning, Celebrity-driven brand positioning, Service positioning.
- The hotel chain Ritz Carlton uses a service positioning as its motto is “We are Ladies and Gentlemen serving Ladies and Gentlemen. This motto exemplifies the anticipatory service provided by all staff members”. Notice that they don’t state the obvious: “We are a high-priced luxury hotel for an exclusive set of the rich.” That could be anybody. Don’t be anybody. Position yourself as only you can be. That way someone else can’t be you.
- This brand is positioned in a way to appeal to a limited marketplace of big spenders who have more money than time. So they don’t just help them spend their money on this card, they help users save time by offering these services.
- This guy does not care about $10 off his next order. How many emails do you send out with offers that have no value to the people you’re sending them to?
- The marketing mix model, sometimes referred to as “The 4 Cs”, is a consumer-oriented approach to your marketing strategy. It’s firmly focusing on the customer’s perspective rather than your business. The model helps you to understand the needs and wants of your target audience(s), how to communicate with them, and how to make it easy for them to interact with you.
- The most important C here is the Customer. How will your market to them in a way that makes them feel like you’re satisfying a need or want they have?
- Communication is the 2nd most important element.There are 2 main avenues of communication: above the line, which is paid advertising, and below the line, which is organic or earned attention, which includes everything from events to social platforms. You’re also going to need a communication plan for the person who is not yet a customer and one for the person who is already a customer.
- Next we have cost. If your target audience is risk averse or a spendthrift, the cost has to be low – at least lower than your competition.
- Or maybe cost isn’t the point in what you do, it’s all about the level of or type of service you provide and how convenient it is. Do patients shop around for the cheapest heart surgeon? Not really. Cost isn’t a factor there. And convenience might not be either. It might be more about trust and communication. How convenient is free shipping both ways? Are free returns easier to drop off at the UPS store? Of course they are. You need to study customer behavior to know if they prefer to buy your product/service on the Internet, from a catalogue, on the phone or by using credit cards.
- Once you’ve determined that your audience is responsive to engaging content, and you’ve discovered that you’re business is still in a mode of building brand awareness, you’ll want to create a plan that looks like this. List the types of content that your audience is responsive to. List the channel that best suites that type of content. List the objective, meaning the goal of publishing this content is to position your brand as a thought leader. What structure is standard for this type of content? Find a best practices article about this type of content. What is a realistic frequency? Start slow. What tone do you want the content to take? This is important if you’re assigning out the creation of the content to someone else. And what desired action do you want someone to take after consuming this content?
- Just because you’re in the business doesn’t mean you know the industry. KNOW THE INDUSTRY.
- Sources: http://mashable.com/category/digital-marketing/
- Just because you’re in the business doesn’t mean you know the industry. KNOW THE INDUSTRY.